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Kumar, A., Shankar, A., Tiwari, A. K., & Hong, H. J. (2023).

Understanding the dark side of online

community engagement: an innovation resistance

theory perspective. Information Systems and

e-Business Management, 1-27.

This study examines the dark side of online communities, especially

barriers to customer engagement in online communities. A total
of 301 responses from online community members were collected

to examine the proposed hypotheses based on the Innovation
Resistance Theory (IRT). The study also examines the mediating

effect of negative anticipated emotions and moderating effect of
association tenure and customer prior attitude. The findings suggest

that performance, information overload, and social recognition
barriers positively impact the users’ disengagement intention

towards the online community. The negative anticipated emotions
mediate the association between barriers and and customer

disengagement. Also, tenure was found to be a crucial moderator.
The study contributes to the dark side of online community literature

and suggests marketers how to reduce customer disengagement
in online communities.

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